Its all about Loving

What makes a brand ionic …do the brands that have garnered status of being ionic over years and years have something in common?

I believe yes they have, they have all changed with time. They have gone with the flow of changing business environment and mostly importantly consumers. They have been able to establish a, emotional connect with generations and generations of consumers, some have been part and parcel or our day to day life while some have gained the status of being aspirational,Symbol of ultimate achievement.

Coming on to how to define an ionic brand they can be defined in following way’s(these have been compiled from an article from ET, by the present CEO of JWT)

• One that excludes an experience that goes beyond product features and benefits
• That has been able to create deep cultural roots
• That has gone beyond cultural boundaries and has adapted to local cultures
• Possesses symbolic features that makes it increasingly recognizable
• That possesses physical or semantic features that make it increasingly recognizable.
• 
  

The article also mentioned the most important brands, human brands that have an ever lasting impression and are easy to retain, recognize.

Feeling is essential for brands in the Pyramid of customer based brand equity it’s ultimately the performance and image of brand leading to Judgement and Feeling.

The brand that comes to my mind when I say ionic is Cadbury , it’s a brand that I have loved for all the reasons , good taste , emotional connect….i have literally grown up with this brand and my love for this brand has not abated an inch in all these years …..I still hog on the chocolates ….i still love having one in my fridge all the time and its still my ‘preferred brand’ when it comes for chocolates.

I remember when every summer vacations my dad use to fill my backpack with the best chocolates available and I always compared them with cad that i had back home in india and honestly,nothing tasted better than it .Be it diary milk , Bourneville, Celebrations I hog them all.

Now here see the word that I use ‘love’ so for me an ionic brand would be something I love something I can define myself, i can relate to with and I can say Cadbury is one such brand..i loved the advertisement that they have shown through all these years, their tag lines…..”kuch meetha ho jaye”, “kuch baat hai zindagi mein” (though there were some forgettable ones too)and they had a huge impact on my liking of a brand .. As a child when I had absolutely no taste of chocolates…….. ..i saw this add of girl of having a bite from something in a purple wrapper and then was dancing like mad and hugging a guy(very cute one!!)…curiously I asked my elder sister what that gal was eating and she (my sis) introduced me to the enchanting world of delicious chocolates and its was not just any chocolate it was the same one that I saw in a purple /golden wrapper that I came to know as Cadbury

The taste of chocolates has remained all the same through these years and that makes them more endearing…..they have added new variations all of which have maintained its legacy …

So I guess this all sums up why I am so much connected to the brand after all these years…but do they justify it to be ionic is still debatable !!

Ciao